The situation: More than a dozen food manufacturers have pledged to remove artificial dyes from their products in response to growing pressure from US Health Secretary Robert F. Kennedy Jr. and the Make America Healthy Again (MAHA) movement.

Most manufacturers—including Hershey, J.M. Smucker, and Conagra—plan to make the change by the end of 2027.

The context: The move follows a joint statement from Kennedy and FDA Commissioner Marty Makary outlining plans to phase out synthetic food dyes from the US supply. The decision is rooted in unproven concerns over potential links between artificial dyes and conditions such as ADHD, obesity, and diabetes.

Why it’s complicated: Swapping synthetic dyes for natural alternatives isn’t a simple switch. Natural colors can cost five to 10 times more than artificial dyes, per NPR. Extracting consistent hues from natural sources requires more complex processes, and crop variability can result in seasonal color fluctuations and inconsistent quality.

And yet, color matters—a lot. Numerous studies show that visual appeal has as much, if not more, influence on consumer preferences for food and beverages than flavor itself.

Our take: The shift away from artificial dyes underscores the increased sway of public health advocates and consumer demand for cleaner labels—even in the absence of conclusive science. It puts food manufacturers in a tough spot: They are under pressure to reformulate without compromising appearance or taste, all while facing steep costs and limited upside for benefits that may be more symbolic than nutritional.

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